Summary Marketing : real people, real decisions

A snapshot of the summary - Marketing : real people, real decisions Author: Michael R Solomon ISBN: 9780273758167

• 1 What is marketing?

• What is a marketplace?

  It are the host locations for exchanges. 
• What is the evolution of the marketing concept?

  - the production era
  - the selling era
  - the consumer era
  - the new era (tripple bottom line)
• Explain the new era (triple bottom line)

  (1988-now)
  Building long term bonds with customers. relies on CRM.
• What is a green marketing strategy?

  It is t choose packages and product designs that are eco-firendly, but still profitable.

• 2 Strategy and environment

• What defines strategic planning?

  - done by top level (management)
  - Mission, sets business unit objectives
  - establish the business portfolio 
  - develops growths strategies 
• What defines functional planning?

  - Functional level (Marketing director)
  - make situation analysis
  - marketing objectives
  - develop marketing strategies
  - implement them
  - monitor and control them
• What defines operational planning?

  - by supervisor managers
  - make action plans
  - monitor if plan is working
• What is a mission statement?

  A formal document that describes the transitions overall purpose and what it hopes to achieve. 
• What is a LDC?

  Less developed country
  Countries at the lowest stage of economic development
• What is the business circle?

  The overall pattern of changes or fluctuations of an economy